Recently, Tuke discovered that a new dark horse has emerged in the mobile digital category of TikTok US!
In just the past 30 days, this brand has sold 75,600 products, generating sales of $707,800 (approximately RMB 5.15 million), taking the top spot in monthly sales for electronics and mobile products.
It is—XJOSE brand.
Image source: EchoTik
How did the XJOSE brand become so popular?
In XJOSE’s TikTok shop, the best-selling flagship product is a 4-in-1 multifunctional charging cable.
Don’t underestimate this charging cable—its popularity is all thanks to its versatility and convenience!
In today’s digital era, there are more and more mobile phones and digital devices, and different brands have different charging ports. This means many families have to carry various types of charging cables when going out, which is extremely inconvenient. The XJOSE charging cable, with its powerful 240W output and 4-in-1 design, perfectly solves this problem.
This charging cable supports USB-C, USB-A, and Type-C interfaces. It’s not only compatible with iPhone 16/15 series, iPad, Samsung phones, laptops, and other devices, but also supports PD 5A fast charging and data sync functions. In short, no matter what device you use, this cable has you covered.
Not only is it powerful, but it’s also cheap—just $5.39 per cable—which has further fueled consumers’ shopping enthusiasm and helped XJOSE become a hit in the TikTok US market!
Image source: EchoTik
It’s precisely because XJOSE understands consumer needs and knows what they want that its products have become so popular.
As of now, the cumulative sales of XJOSE’s US shop have reached1.1 million units, with total sales of $12.8 million, approximately RMB 93.29 million,and is about to break the 100 million mark!
Image source: EchoTik
Although XJOSE has successfully opened up the market with its high cost-performance products, it hasn’t stopped there. Instead, it attaches great importance to influencer marketing to consolidate and expand its market influence.
According to third-party data, influencer-driven sales account for as much as 83.69% of XJOSE’s total revenue, generating over $10.71 million (about RMB 78 million) in sales, becoming a key driver of brand growth.
Image source: EchoTik
So, what strategies has XJOSE adopted in influencer marketing?
Video Sales: Influencers Boost Explosive Sales
According to third-party data platforms, XJOSE has worked with a total of 121,100 influencers, with 89,400 sales-related videos. In the past 30 days alone, 1,200 new influencers joined, and 3,000 new sales videos were added.
Image source: EchoTik
When choosing influencers, XJOSE mainly collaborates with micro-influencers (those with tens of thousands to hundreds of thousands of followers). Compared to top-tier influencers, micro-influencers usually have closer interactions with their followers, their content is more relatable and credible, and they can effectively improve consumer conversion rates.
The data shows that the results are quite good, with sales steadily exceeding 10,000 units and sales revenue generally reaching hundreds of thousands of dollars.
Image source: EchoTik
For example, on May 29, 2024, influencer @Laila.TwinMom’s sales video for XJOSE broke 5.46 million views, received 1.8 million likes and 12,400 comments, and ultimately sold 59,000 units, generating $435,300 in sales (about RMB 3.17 million)!
This video not only showcased the high cost-performance and convenience of the XJOSE charging cable, but also used real-life scenarios and authenticity to create a strong desire to buy among fans.
Image source: EchoTik, TikTok
Live Streaming Sales: High-Frequency Interaction to Boost Conversion
In addition to short video sales, XJOSE’s investment in live streaming sales is also impressive.
According to data, XJOSE has held a total of 18,500 live sales sessions. In the past 30 days, there have been 819 live sessions, with an average of about 4,400 viewers per day. Such high-frequency live streaming ensures that XJOSE remains constantly exposed to the public eye.
Image source: EchoTik
During the live streams, influencer hosts not only demonstrated the convenience and practicality of various XJOSE products, but also patiently answered all kinds of questions from viewers, allowing consumers to fully understand the products and further increasing their purchase confidence.
The results of live streaming are also outstanding, especially on October 22, 2024, when influencer @Bencord Marketing hosted a live session. In this 8-hour-15-minute live stream, 21,800 users tuned in, 184,700 products were sold, and estimated sales reached $5.49 million (about RMB 40 million)!
This live stream was a huge success for XJOSE in the field of live sales, fully proving the powerful traffic and conversion capabilities of live streaming.
Image source: EchoTik
Conclusion
From the success story of XJOSE, we can summarize several lessons worth learning for other brands:
1. Accurate product selection to solve pain points:XJOSE’s rapid rise is due to its precise insight into market demand. Focusing on the most popular 4-in-1 charging cable, it not only meets users’ multi-device charging needs, but also breaks the psychological price ceiling with its low price.
2. Influencer collaboration for targeted marketing:The brand chooses to work with micro-influencers, leveraging closer fan relationships and more relatable content to effectively improve conversion rates and sales.
3. Live streaming sales to enhance user stickiness:Through high-frequency live interactions, the brand can maintain continuous exposure and strengthen user trust in the product, thereby achieving large-scale sales conversions.
Image source: EchoTik
For brands that want to stand out on TikTok Shop, precise market positioning, effective influencer marketing, and high-frequency live streaming interactions are the three core elements worth learning from.
Whether you focus on short videos or invest in live streaming, as long as your brand finds the right approach and gradually builds deep trust with users, the next brand to shine on TikTok Shop could be you.
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok marketing tips - short video marketing methods
- Published: February 13, 2025
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.